Optimizing Start-Up Locations: A Zero-One Spreadsheet Model for Maximizing Potential Target Population in Contiguous Counties in South Carolina

Practitioners are increasingly using powerful spreadsheet programs as optimization tools in their businesses. This “Do-It-Yourself” movement in spreadsheet analysis signals an opportunity for start-up entrepreneurs to optimize arrangements as never before, but this potential is largely unrealized. Using a case study of an entrepreneur seeking to optimally locate his/her operations to maximize the number of customers served in South Carolina, we use Evolver to locate possible hubs and thereby demonstrate one of the many ways entrepreneurs could better exploit the potentials of spreadsheet analysis.